Google has recently announced a major update to its Gambling and Games Advertising Policy, set to take effect on April 14. These changes will impact advertisers promoting gambling-related content, social casino games, and even skill-based gaming. If your business runs gambling ads on Google, staying ahead of these updates is crucial to avoid policy violations and potential account suspensions.
In this blog post, we’ll break down the key updates, what they mean for advertisers, and how you can stay compliant while maximizing your ad performance.
Key Changes in Google’s Gambling Ads Policy
1. Stricter Definitions of Gambling Content
Google is refining how it classifies gambling content. Under the updated policy, any website linking directly to online gambling services or facilitating gambling activities will be categorized as gambling-promoting. This means affiliate and aggregator sites must strictly provide information and comparisons without directly encouraging gambling actions.
Why This Matters:
- More precise definitions mean stricter enforcement.
- Affiliate sites must ensure they do not promote unauthorized gambling activities.
- Non-compliance could result in ad restrictions or account suspensions.
2. Country-Specific Regulations
Previously, Google’s policy broadly mentioned country restrictions. The update now provides a clear list of nations where gambling ads are entirely banned (e.g., China, Egypt, Bulgaria). Additionally, it details where social casino games require certification.
What Advertisers Should Do:
- Review country restrictions before targeting ads internationally.
- Ensure compliance with local gambling laws to prevent ad disapprovals.
- If running social casino ads, check certification requirements for specific regions.
3. New Guidelines for Mahjong & Casino-Like Games
Mahjong, a traditional game popular in the Asia-Pacific region, now falls under gambling regulations when played for money. Additionally, any casino-like games using virtual items with real-world value are now classified as online gambling.
Key Takeaways:
- Advertisers can no longer promote Mahjong gambling in the Asia-Pacific region.
- Casino-style games with virtual currencies are treated as gambling ads.
4. Tighter Licensing & Certification Rules
Google now requires advertisers to notify them if their gambling licenses are suspended, revoked, or terminated. Previously, this requirement existed but was not strictly emphasized.
What This Means for You:
- Maintain valid gambling licenses and update Google about any changes.
- Running gambling ads without proper documentation can lead to account suspension.
5. Social Casino Games: More Restrictions & Certification Needs
Social casino games simulate gambling without real-money payouts, but Google now enforces stricter rules:
- Advertisers must apply for certification for social casino games.
- Social casino accounts must remain separate from real-money gambling ads.
- Real-money gambling promotions within social casino games are banned.
What to Do:
- If promoting social casino games, apply for certification immediately.
- Avoid cross-promoting real-money gambling ads in social casino content.
6. Severe Penalties for Policy Violations
Google has classified violations in the social casino category as “egregious,” meaning advertisers can face immediate and permanent account suspensions. Repeated violations in other gambling ad categories can also result in stricter penalties.
How to Avoid Suspensions:
- Follow all gambling ad guidelines carefully.
- Ensure your content aligns with updated definitions.
- Regularly monitor your ads to prevent accidental violations.
How Advertisers Can Stay Compliant
With Google’s updates taking effect soon, here’s how you can ensure your gambling ads remain compliant:
✅ Review Your Licensing – Keep all gambling permits current and update Google about any changes.
✅ Check Country-Specific Rules – Avoid targeting regions with outright gambling ad bans.
✅ Obtain Necessary Certifications – Apply for Google Ads certification if promoting social casino games.
✅ Monitor Ad Approvals – Regularly check ad statuses to ensure compliance.
✅ Avoid Violations – Align your ad strategies with Google’s latest policy to prevent suspensions.
Conclusion
Google’s revised Gambling and Games Advertising Policy introduces stricter definitions, region-specific rules, and more rigorous licensing requirements. Advertisers promoting gambling, social casinos, or skill-based games must adapt to these changes to maintain compliance and avoid penalties.
If your business relies on gambling ads, now is the time to review your strategy, update your licensing, and ensure compliance with Google’s latest policy before April 14.
What are your thoughts on these updates? Do you foresee challenges in adapting to them? Let’s discuss in the comments!
